A study on bilingual advertisement translation from an adaptation-theoretical perspective开题报告

 2023-01-15 03:01

1. 研究目的与意义

Advertisement is a practical style of writing with high commercial value, which is also one of the main means of propagandizing the products. With the economic development and the extension of globalization, more and more exchanges happen among countries. At the same time, an increasing number of foreign products come into Chinese market. The translation of advertisement is becoming more and more important. Due to the differences of core values and cultures society, advertisement translation relates to much more word-for-word translation from English to Chinese. How to keep the charm of the original advertisement after translating is very significant, which will do benefit to the development of the world economy.

2. 研究内容和预期目标

Research content：Verschueren''''''''''''''''''''''''''''''''s Adaptation Theory is a relatively new-born pragmatic theory, which claims that the process of using language is a process of the continuous making of choices, consciously or unconsciously, for language-internal and language-external reasons. According to Verschueren, language has three features: variability, negotiability and adaptability. This thesis attempts to explore how, under this theoretical framework, different and yet interdependent constraints on the translation process play their roles in the translation of advertisement through the comparison between the source text and the target text.

Key problem：In the domestic market, some merchants are eager to procure profit and translators are churning out, which makes the advertisement translations of many brands inaccurate or deviate from the original public slogans of the products.It is actually not conducive to the development of commercial and advertising translation.

Writing outline：The thesis is composed of six chapters: The first chapter is introduction. The second chapter, mainly reviews the advertisement translation studies at home and abroad, pointing out the problems existing in the current research in China. The third chapter is a brief introduction to advertisement. The fourth chapter makes a full explanation of the new-born Adaptation Theory, analyzes its feasibility as the guiding theory to advertisement translation. The fifth chapter is the most important part of the thesis, which explores how the Adaptation Theory is applied into the advertisement translation practice. The last chapter is conclusion

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3. 国内外研究现状

'From a translator''''''''s point of view, advertising as a genre is particularly complex because of its multimodality, which may generate language-specific or culture-specific relationships between word and image, or word and sound.' (Munday 2004: 199)

Sumberg(2004) studies how the approach to target text production enhances or detracts from the effectiveness of tourist brochurestranslatedfrom French intoEnglishand whether their promotional function is being achieved.

Ho(2004) proposes the concept of 'engineering#8221; process and maintains that translation, especially advertising, is not only a cross-linguistic and cross-cultural communication activity, but a key of commercial activity, which also involves conversion between different mindsets besides text transfer and cultural adaptation.

4. 计划与进度安排

Chapter One Introduction

Chapter Two Literature Review

2.1 Overseas Research of Advertising Translation

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5. 参考文献

1. Adab, Beverly. Cross-Cultural assumptions in the translation of advertising- how realistic are they? [J]. Across Language and Cultures, 2000,01:205-207..

2. Adab, Beverly amp;Cristina, Valdes. Introduction [J]. The Translator, 2004,10:163-165.

3. De Mooij, Maricke. Translating advertising: painting the tip of an iceberg [J]. The Translator, 2004.

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